Order Effect on the Intention to Purchase: The Case of New Food Concept
Keywords:
Order Effect, Purchase Intention, Consumer BehaviorAbstract
Consumer decision-making processes are not only based on rational decision but are often distorted by different psychological factors or biases. The influence of the order of perception of incoming information can have an effect on preferences, moods, and consumer decisions at that time. This phenomenon is known as the order effect. The aim of this study was to test the order effect of purchase intention using a new food menu concept as it is the type of item that consumers decide to buy based on their personal preference factor. The experimental study was conducted on 140 samples. The demographic factors including gender and age were used to divide the samples into two groups of equal size to reduce biases. In the experiment, both groups of food concept were presented in different orders and the techniques of two-way ANOVA was then used to examine the degree of purchase intention of such food as a dependent variable and two factors were food concepts and groups of participants whose order of obtaining food menu information was different. The results showed that food concept A earned a higher purchase intention level than food concept B, but there was a discrepancy between the two groups in purchase intention, indicating the order effect on purchase intention as the consumers are more likely to decide to purchase a food concept that has been presented first.
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